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This CEO guide taps the expertise of McKinsey and other experts to explore
the fundamentals of customer interaction, as well as the steps necessary to
redesign the business in a more customer-centric fashion and to organize
it for optimal business outcomes. For a quick look at how to improve the
customer experience, see the summary infographic on the following page.
OBSERVE
Customer journeys consist of a progression
of touchpoints that together add up to the
experience customers get when they interact
with companies. Seeing the world as their
customers do helps leading companies
better organize and mobilize their employees
around customer needs.
SHAPE
Designing the customer experience
requires reshaping interactions
into different sequences and, though
the effort may start small, soon entails
digitizing processes, reorienting
company cultures, and nimbly refining
new approaches in the field.
PERFORM
Rewiring a company to provide leading
customer experiences is a journey in itself,
often taking two to four years and requiring
high engagement from company leaders
and frontline workers alike.
1
ee Nicolas Maechler, Kevin Neher, and Robert Park, From touchpoints to journeys: Seeing the world as
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customers do, March 2016, on McKinsey.com.
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McKinsey US cross-industry customer-experience survey, JuneOctober 2015 data.
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or more about journeys versus touchpoints, see the video Linking customer experiences to business
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outcomes, embedded in the article Are you really listening to what your customers are saying?, by Harald
Fanderl, Kevin Neher, and Alfonso Pulido, March 2016, on McKinsey.com.
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THE CEO GUIDE
QWeb 2015
CEO guide to customer experience
Exhibit 1 of 4
Exhibit 1
Best-in-class companies optimize customer journeys, not
just touchpoints.
customers true needs. This purpose must be made clear to every employee
through a simple, crisp statement of intent: a shared vision and aspiration
thats authentic and consistent with a companys brand-value proposition.
The most recognizable example of such a shared vision might be the Common
Purpose4 of the Walt Disney Company: We create happiness by providing
the finest in entertainment for people of all ages, everywhere. The statement
of purpose should then be translated into a set of simple principles or standards
to guide behavior all the way down to the front line.
4
he Common Purpose is the intellectual property of The Walt Disney Company. See Talking Points, Be our
T
guest. . .again, blog post by Jeff James, December 22, 2011, on disneyinstitute.com/blog.
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THE CEO GUIDE
QWeb 2016
Customer experience
Exhibit 2 of 4
Exhibit 2
Airport-security issues make up 4 of the top 10 consumer
complaints about airports.
Ron Ritter
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THE CEO GUIDE
5
ichard Chase and Sriram Dasu, The Customer Service Solution: Managing Emotions, Trust, and Control to Win
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Your Customers Business, Columbus, OH: McGraw-Hill Education, 2013.
6
ee John DeVine and Keith Gilson, Using behavioral science to improve the customer experience,
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February 2010, on McKinsey.com.
7
See Infographic: The cost of crappy customer experiences, August 6, 2015, on thunderhead.com.
8
See The 2015 Customer Experience ROI Study, Watermark Consulting, watermarkconsult.net.
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THE CEO GUIDE
QWeb 2016
Customer experience
Exhibit
Exhibit33of 4
In one consumer-services pilot, operational improvements
and behavioral-psychology initiatives raised
customer-experience scores.
Customer-satisfaction score1
9 25
16
Baseline
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1
Likelihood that respondent would recommend the company, product, or service to a friend or
colleague; rated on a scale of 0 to 10, where 10 is most likely; score reflects the sum of
responses of 9 and 10 minus the sum of responses of 0 through 6.
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THE CEO GUIDE
Customer-
experience
measurement
pyramid Principles
assessment
plo
9
Brad Stone, The Everything Store: Jeff Bezos and the Age of Amazon, New York, NY: Little, Brown, 2013.
10
ee Dilip Bhattacharjee, Jesus Moreno, and Francisco Ortega, The secret to delighting customers: Putting
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employees first, March 2016, on McKinsey.com.
11
ee Harald Fanderl, Kevin Neher, and Alfonso Pulido, Are you really listening to what your customers are saying?,
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March 2016, on McKinsey.com.
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THE CEO GUIDE
12
ee Ewan Duncan, Harald Fanderl, and Katy Maffei, Designing and starting up a customer-experience
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transformation, March 2016, on McKinsey.com.
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THE CEO GUIDE
13
See Joel Maynes and Alex Rawson, Linking the customer experience to value, March 2016, on McKinsey.com.
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